Dunkin’ Donuts, which has scored social-media points all football season with its Vine-ESPN play, is extending that initiative through Super Bowl weekend with a dedicated push.
The brand last night published the first of three fun, historical, Super Bowl-themed Vines that will appear as animated, five-second commercials during ESPN’s SportsCenter over the next few days. The spots are being promoted via the Twitter accounts for Dunkin’ Donuts (495,000 followers) and the sports channel (8.7 million followers), as well as Facebook pages that collectively claim 21 million fans.
Two other examples rolling out during Super Bowl week consist of William “The Refrigerator” Perry’s memorable touchdown tumble in the 1986 edition of the big game and John Elway’s famous “helicopter” quarterback scramble that came 13 years later.
At any rate, the brand looks to garner a material piece of the big-game buzz without actually buying a $4 million Super Bowl spot.